Exploring Africa's heterogenous middle class' brand behaviour in the new digital age : practical insights from a multiple country study
Tendai Chikweche, James Lappeman, Hossain Mohammed and Paul Egan
| Year of publication: |
2025
|
|---|---|
| Authors: | Chikweche, Tendai ; Lappeman, James ; Mohammed, Hossain ; Egan, Paul |
| Subject: | Africa | brands drivers | digital connectivity | Heterogeneous middle class | new normal | Mittelschicht | Middle class | Afrika | Markenführung | Brand management | Digitalisierung | Digitization | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/08961530.2024.2346911 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10015191963